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How to Write Killer Advertising that
Practically Forces People to Respond

By Terry Dean

Stop a moment some day and look at the kind of advertising you see
in your mailbox, on your computer, on the radio, etc. Look at it and
think, "Would I buy this or not?" If you say "No," then ask yourself
why. If you say "Yes," then ask yourself why. What is it that makes
this ad attractive or what is it that this personís offer unattractive.
Do this regularly and you will start surprising yourself with what you
will notice about advertising.

Most advertising you see today is written extremely poorly. It confuses
the prospect, doesnít paint a desired picture in their mind, doesnít
give a reason to order now, and focuses on features, not the benefits.
Most failed businesses can be tracked back to poor advertising, although
there are many other reasons for failure.

If you want to stay in business, you must learn how to advertise effectively
and how to produce orders NOW! This is what we will be working on in
this manual, so be prepared to change your advertising and to fill your
mailbox with orders!

There is a creative money making genius on the inside of you. You just
need to learn how to let it out. What we will cover in this short report
is the purpose of advertising and the 12 Advertising Secrets you will
need to know to become an effective advertiser.

No matter what business you do whether it be a small retail store,
a consulting service, a house cleaning service, or a mail order business,
you must learn to create advertising that gets results. If you donít,
your business will be painful and short-lived.

First of all, let us look at the two major (And different) reasons
for advertising. Number one is for exposure. Most television commercials
and many newspaper ads and magazine ads are made for this purpose.

The Advertiser wants their name exposed to the public and for the viewer
to think of them next time they are ready to make a purchase. Major
corporations are the ones who will do this kind of advertising. They
have the budget to constantly expose their name to the public and wait
for their orders to come as people become more used to them and their
advertising.

The type of advertising you and I are interested in is completely different.
It is called direct response advertising. In other words, we are advertising
and are motivating our readers to order now, to call our 800 number
and order, mail us a coupon and order, or fax in an order. We advertise
a product and service and seek for people to make purchases now. As
a small or home business, a quick way to go bankrupt is to place full
page ads without asking for an order NOW! You must cause the person
to order today if you want to stay in business in any type of display
advertising or direct mail.

Classifieds are of a little different nature, but they work on the
same premise. You donít ask for a sale right from the classified (Which
would be a large mistake because there just isnít enough room in a classified
to make sales). Even asking for one dollar in a classified ad reduces
your response greatly. You will have them call your 800 number voicemail
or your fax-on-demand in which they will receive an offer and a chance
to order NOW! In all advertising, you must ask for the order NOW or
get out of business!

Many people have contacted me and said, "I know that I have a wonderful
product, but I just canít figure out why I am not getting any orders."
You may be the same way. Let me tell you a simple truth, It does not
matter how awesome your product line is if your advertising doesnít
cause people to see themselves using it and how it will benefit them.
Your advertising, not your product in many cases, will determine the
success or failure of your business. Yes, Your product needs to be awesome
(Or you will experience a large number of refund requests and a short-lived
business), but your advertising will make or break your business.

Before we spend too much time detailing why you should create awesome
ads, let us just simplify the whole deal. You want your business to
make money? Then, write money-grabbing ads!

Now, Let us reveal 12 of the major advertising secrets you will need
to know and begin using in every ad you create:

1) Testing, Testing, Testing

In all advertising and mail order, the biggest key of long-term success
is Testing everything. Test your ads. Test your sales letters. Test
you products. Test the publications. Test everything. You will never
be done. Learn to key all of your order forms and phone numbers to make
sure you know which ad and publication is doing what. Donít ever leave
anything to chance. Test everything. Great Advertisers and Mail Order
Millionaires are people who have tested everything and have found what
works. Your testing period will NEVER end!

2) Strong Headlines

The number two key to success is your headlines. You must understand
that the wording of your headline is more than 70% of the effectiveness
of your advertising. That means it is a BIG DEAL what your headline
says. A note that needs to be added. In mail order, it has been our
experience that Negative headlines often Out pull positive headlines.
For example, one of the most popular and effective headlines in network
marketing has been "Dead Downlines Donít Lie!"

Negative headlines force your prospect to identify with them saying,
"That sounds like me. The main purpose of the headline is to GRAB their
attention, so your headline must be attention grabbing and prospect
focused. What are their needs? What are their Desires? What are their
Fears? Pay attention. The upcoming secrets must be used when writing
your headline also, not just your body. HEADLINES WILL MAKE OR BREAK
YOUR ADVERTISING CAREER!

3) Short Words, Short Sentences, Short Paragraphs

Forget what your grammar teacher taught you in high school. When writing
ads, you must make your ads simple: Simple to Understand & Simple
to Order. Keep the level of writing 8th grade or lower. Use Short Words,
short sentences, and short paragraphs. I know your literature teacher
told you to not write paragraphs with only two sentences in them, but
how much money did he/she ever make in advertising? The moment you confuse
your prospect, their attention and the sale disappears!

4) Be Specific, Not General

Be specific in all of your advertising. Donít Say "Fill Your Mailbox
with Cash." Say "Receive Up to $355 a day in your Mailbox Daily." Donít
Say "Secrets to Making Money." Say "63 Year Old Man Tells You His Dirty
Secrets to Making $578 a day!"

Being specific makes your advertising more believable. Being general
makes your prospects say "He is just making this up." Being specific
makes them say, "He must have counted it. I want to make that much."

Donít say "Fill your Downline with Distributors." Say "Add Up to 15
New Distributors a month to your downline." You get the idea now, donít
you. Donít ignore the fact that Being Specific will beat being general
every time. Go over your advertising copy and edit it to become specific.

5) Use Your Background & Be Unique, Not A Me-Too Ad

So many ads out there today are for just me-too products and me-too
advertising. When I say "Me-Too Advertising," I mean that these ads
or products have been so overused that they just donít pull anymore.
People are tired of them. For example, People are tired of hearing how
much more your network marketing company pays than the one on the other
page. They are tired of hearing about how your products are the best
in the industry. They have heard that story before.

You need to become Unique in your approach. Are you elderly? Are you
Young? Are you Deaf? Are you bald? Did you flunk out of school? Do you
only have an 8th grade education? Put something of yourself into the
ad. A bald man could write an ad saying, "57 Year Old Bald Man Grows
Dollar Bills Faster than Men Half His Age Grow Hair!" Be unique. Find
something about yourself that is unique and put it into your advertising.
Let people know who you are, then they will begin to trust you, and
Trust spells orders.